Written by Katie Lamond and reviewed, fact-checked and signed off by a SocialDay editor before publication. Read our editorial standards and corrections policy. Spotted something wrong? Tell the newsroom.

When your product lives inside a screen, how do you make people feel connected to it?

When your product lives inside a screen, how do you make people feel connected to it?

It’s something I’ve been thinking about after attending events hosted by social media and marketing technology brands. We spend so much of our working lives inside these platforms, using them to plan content, understand audiences, manage campaigns and report on results. But using a tool every day doesn’t necessarily mean feeling attached to the brand behind it.

Sometimes it’s simply the dashboard your company has told you to use.

For SaaS brands, that creates an interesting challenge. There’s no physical product for customers to pick up or try on. The value comes through what the software helps them do, and that can take time, confidence and support to fully understand.

Getting people together can make that value feel much more tangible. Recently, I’ve seen Sprout Social, Kolsquare and Onclusive approach this in different ways. Each gave people an opportunity to step away from their screens, learn something and talk to others who understood their working lives.

What interested me was how the experience connected back to the product.

Sprout Social recently brought customers together for a workshop focused on strategy, social listening and collaboration.

People had the opportunity to think about the conversations they should be listening to online, how those insights could inform better content, and how to work more effectively across teams.

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